When the cruise itself is the destination

“Everybody has a bit of Disney in them” is what Lloyd Machado, Director of Hotel, New Build and Dry Dock Operations at Disney Cruise Line had to say when Sarah Fox, Vice President and Regional General Manager, Asia, unveiled Disney Cruise Line’s new offering – the Imagination Garden aboard Disney Adventure, which will set sail from Singapore in 2025. The promotional video for Imagination Garden captured the true essence of Disney and was summarised by two words – immersive storytelling. The central hub of the cruise will be a valley inspired by 100 years of Disney adventures, taking one back to the pages of the classic popup storybook. 

Machado expressed his enthusiasm regarding the ongoing project, stating, “I’m currently based in Bismarck where the ship is being built. When I walk on the ship every day and see steel and then think about how it’s going to look, all I can says is that it’s truly magical. This journey started 25 years ago for me when I started on the first ship, Disney Magic, as a server and worked my way up to leadership in a company that truly believes in growth. It resonates so well with the team building a ship where we can implement all of those and bring the Disney Adventure to life.”

The Imagination Garden will feature the stage on one end and the castle artwork on the other, with a promenade in between providing families with opportunities to explore, connect and dine. Directly in front of the stage will be an open lawn area leading to a large staircase that will double as amphitheatre-style seating, perfect for enjoying live entertainment. At the top of the grand staircase, guests will discover a garden courtyard and bar.

Fox reveals her role in bringing Asia’s first Disney cruise to life before it sets sail in 2025. “I’m no stranger to Asia as I was on the Hong Kong Disneyland team for four years. So when the opportunity came for bringing Disney Cruise Line into Southeast Asia, I was excited because it brings both of my passion together. I am in-charge of developing the marketing and sales, the contact centre, the commercial and the shore side operational team,” she said.

The Asian market for the cruise industry could prove to be tricky to navigate through as the rough waters of diversity and competition disrupt strategic plans for cruise line’s to market themselves as affordable travel destinations. Fox illuminates Disney Cruise Line’s plan to captivate the diverse and competitive waters of Asia, she emphasised, “The diversity in the region is absolutely incredible. It’s easier when you’re launching a park in China, catering dominantly to the Chinese market. However, Southeast Asia itself has such diverse offerings from food and beverage to culture. Everything at Disney starts with the guest. We form a lot of focus groups in order to know who our consumers are, what they want, how they like to receive their information. Even before we get into design and build, we try understanding the cultures, the likes and preferences to make sure that when our guests do come on board they have a fantastic time.”

Marking the brand’s debut in the region, Disney Adventure holds immense value to the brand as expansion strategies will depend highly on the ship’s success in Asia. Machado elaborated as to how the guest experiences and satisfaction at the cruise will drive the brand’s expansion in the region. “We feel the culture of cruising or vacationing has changed so much for guests in recent times. Even in India, it is all about finding elevated luxury and relaxation, it is experiential and immersive. With spaces such as the Imagination Garden, our goal is to transport guests on this fantastic journey of storytelling. We take pride in our details, we take pride in our exceptional service and bringing it so close out here is going to be our success,” she said.

Building on Machado’s statement, Fox mentioned the importance of driving guest experience, “We, as a company, focus on excellence. We want them to have a fantastic and immersive experience, but want to surprise and delight them too. The best part of being with Disney is that we want to wow guests, we want them to come on board and make memories."

As Disney Adventure gets ready to test the Asian waters, Disney Cruise Line is focussed on marketing the cruise for its initial voyage through the Indian Ocean. Fox emphasised her role in disseminating information in the market trying to encapsulate audiences, “We’ve got a very big market that we’re talking to, our guests know that Disney represents quality, they know that they have high expectations of what we’re bringing. But then they ask, ‘What is Disney Cruise Line? What will you expect on Disney Adventure? What will that vacation experience be?’ I think our job in the near term is to ensure we share as much information so that the guests know they’re selecting a great vacation choice for family and friends.”

Even though the cruise industry in the Asian market has been successful, it’s still at an infancy stage as a vacation choice. The Disney Adventure is planned to be the destination itself which presents the unique perspective to cruise travel and vacations not only in Asia but around the globe. Fox further elaborated on the unique concept of the cruise itself being the destination, stating, “The reason for the concept of the cruise being the destination itself is that it allows guests the time to immerse themselves into the on-board Disney experience. The Disney Adventure has been purposefully designed for days at sea. It’s the destination because of the locations and experiences that are going to be on board. It is our largest within the fleet, so there are so many things to do and see on board. I think the idea of immersing yourself in Disney, Pixar and Marvel is really enjoyable, from dining to entertainment to attractions, experience, merchandise to just relaxing, there's a lot to do.” 

Machado further explained the core belief behind the idea, adding, “A lot of times cruising becomes hectic and trapped. This is another way to re-energise, reconnect and immerse yourself and have fun in different experiences. Celebrating life has become a big thing and this is a great way to experience things together with your friends and family."

The brand’s commitment to the relentless pursuit of hospitality has led to successful expeditions in the past. Disney Adventure will differ from its US counterparts in terms of hospitality from having rotational dining to personal crews. Fox enthusiastically sheds light on the topic, she said, “We are all about hospitality, everything that we do is to make sure that our guests have an absolutely tremendous experience on-board, whether its our crew's engagement with the guests or our dining. We move each crew member so guests have their own team with them, the servers will be the same everyday as well as your service in order to offer personalised experiences. Our crew puts attention to detail and ensures that you, your friends, your family have a fantastic time. We also have an incredible concierge product on board, for those looking for an even higher level of touch, there's a ship within a ship experience that has its own spa, its own merchandise, dining and relaxation. Everything that we do on board Disney Cruise Line is with hospitality in mind and bringing an experience that the guests enjoy."

Sidharth Singh

BW Reporters